Session 7 Create 2Digital and Social Media Marketing

Prof. Surya MishraSchool of Management KIIT University

Sitemap

• The Design Need:– Navigation aid– SEO: help crawlers navigate

• Design Solution:– General site map– Footer site map

A good site map

• In HTML(display) and XML(SEO)• Domainname.com/sitemap• Use keyword rich anchor text• Keep your site map up-to-date

A good site map

• http://apple.com/sitemap• http://www.nokia.com/in-en/sitemap

• http://www.coca-cola.com/webstore/sitemap.html

• http://www.unilever.com/resource/sitemap.aspx

• http://www.zappos.com/site-map

Sitemap

• Set the priority of your site map page higher

• Use the site maps extension to provide search engines with key information about images

• video site map to enlighten the search engines about your video content

Sitemap

• Promote links • It allows users to save time.• For very small sites

– the main navigation already resembles a site map

• For sites with more than two levels – the site map functions as a navigation alternative

• On really large (information rich) sites – catalog

• Large number of visitors to site map => problem with site

Writing for the Web

• Know your audience1.Who is my audience?2.What actions do I want them to take?

3.What information do they need in order to feel confident taking action?

Audience of One

• While the web is social, each individual consumes media own his / her own

• Identify your most important customer

• Appeal to this audience of one only

Persona

• Male, female or a mixture?• Demographics?• How do they make purchasing decisions?

• Do they compare many offerings?• Do they make lists of questions and call in for assistance with decision making or do they make purchase decisions spontaneously based on a special offer?

Copy

• Long Copy• Short Copy

• Clear and concise• Easy to read• Well-written• Well-structured

Terms